Research On The Management Mode Of Domestic Mid - Range Brand

With the continuous expansion of China’s reform and the tourism industry moving towards a new stage of development, the hotel industry as one of the three tourism industry, the market competition has reached the fierce degree of the hitherto unknown. With the development of our market economy increasingly mature, happened to turn the world upside down changes in China hotel market, midscale hotel enterprise survival environment is facing enormous challenges, the original competition pattern has been broken, if want to occupy a space for one person in the midscale hotel market, we must grasp the tourism development under the new normal historical opportunities. To establish their own management mode.Current domestic midscale hotel business development model is still in the exploratory stage, but also the lack of mature experience can learn, while many mid-range hotel market positioning fuzzy, poor operating conditions and other issues. This paper mainly adopts the methods of investigation, observation, literature research, case analysis and so on. Firstly, finish summing up the midscale hotel related to the theoretical literature, summarized the domestic and foreign about midscale hotel research results and the research status; secondly, to explore new midscale limited service state of development of hotel, the hotel format, brand strategy, business model and products, services, and business performance carries on the elaboration. Based on this, this paper explore the domestic midscale hotel business model based on, with the Vienna Hotel as a case study, deep understanding of the enterprise development status, from products and services, business strategy and brand building and business model analysis, in order to enhance midscale hotel operating income, to obtain a better return on investment.Through using the advanced management theory and the success of the Vienna hotel experience, summed up the intermediate the hotel needs to be improved, and the main conclusions obtained can effectively to use the actual situation to make it in to examine and solve the problems existing in the management. Through this research, the author suggests that the mid-range hotel should adopt eclectic mode of operation, in the benefits to achieve specialization, standardization, diversification, improve the overall management level, improve service quality, so as to reduce the risk investment business; to contend with high star hotel and economy hotel, intermediate the hotel must be the implementation of the organization, scale, network, low cost operation, enhance market competition ability, reduce management costs. Finally, through the form of questionnaire, it is concluded that the future midscale hotel should meet the changing demands of the market, to build for the middle class consumer demand for personalized products, the formation of the unique characteristics of the hotel brand, so as to solve the survival and development of the midscale hotel.